Cartwheel

What Cartwheel does

Cartwheel is a Los Angeles-based, privately-held software company that provides enterprise delivery management software for restaurant chains operating on-demand and catering orders. Founded in 2020 by operators with prior restaurant and third-party delivery experience, the platform orchestrates hybrid delivery — combining in-house and third-party fleets — through a single interface, unifying dispatch, real-time branded tracking, AI-optimized routing, proof-of-delivery, and fleet management. The platform integrates natively with 30+ restaurant technology systems including POS providers (Toast, Olo, ChowNow, Square, PAR), delivery networks (DoorDash Drive, Uber Direct, Dlivrd), and catering platforms (ezCater, MonkeyMedia).

Cartwheel's go-to-market is enterprise-focused, evidenced by its "Book a Meeting" sales motion, quote-based annual subscriptions, and customer roster that includes Portillo's (60+ locations), P.F. Chang's (18 locations onboarded in one month), Potbelly (400+ locations), Lou Malnati's, Jason's Deli, and Wings Over. Revenue is generated through SaaS subscription fees likely tied to order volume, location count, and feature scope, with potential transaction-based components aligned to delivery throughput. The company supplements direct field sales with channel-driven distribution via POS partnerships and a customer referral program. To date, Cartwheel has raised approximately $5.5 million across seed and subsequent rounds led by TenOneTen Ventures and Moonshots Capital, with a strategic investment from Portillo's.

Cartwheel's product surface extends beyond core dispatch into adjacent use cases: a Marketing Suite for branded tracking and promo banners, alcohol delivery compliance with ID scanning, and catering-specific delivery workflows. The company has not publicly disclosed revenue, valuation, or headcount beyond a 11-50 employee band. Founders Alex Vasilkin (CEO), Dan Zamylin, and Magdim Metshin remain in leadership, and the company is actively positioning itself as a category leader in restaurant delivery orchestration through industry conference presence and content marketing.

Name

Cartwheel

Legal name

Cartwheel

Website

https://trycartwheel.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Cartwheel provides enterprise delivery management software for restaurant chains, unifying in-house and third-party delivery fleets through AI-powered dispatch, real-time branded tracking, and fleet management. The platform integrates with 30+ POS, delivery network, and catering platforms, serving brands like Portillo's, P.F. Chang's, and Potbelly.

Ownership category

akta.pro rank

Product category

Delivery Management Software

NAICS

Couriers and Express Delivery Services (492110), Support Activities for Transportation (488)

SIC

Trucking & Courier Services (No Air) (4210)

akta.pro primary industry

Courier, Parcel & Last‑Mile Delivery Platforms (BPAMAHAD)

akta.pro secondary industries

Food Delivery & Restaurant Logistics Platforms (BPAMAHAB), Parcel / Final-Mile Delivery Marketplaces (Crowdsourced Capacity) (TLAEAJAK)

Keywords

• Delivery management software
• Restaurant delivery platform
• Hybrid delivery orchestration
• Fleet management software
• Catering delivery management

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Delivery Management Platform Subscription: Cartwheel generates revenue through a SaaS subscription model for its delivery management platform, providing restaurants with access to hybrid delivery orchestration, real-time tracking, AI-powered dispatch, and fleet management tools.
2. Transaction/Order-based Fees: The platform likely charges fees based on delivery volume or order throughput, aligning with value delivered as restaurants scale their delivery operations.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Cartwheel sells an enterprise Delivery Management software platform for on-demand and catering orders that unifies a restaurant's in-house delivery fleet with third-party delivery services. The platform provides AI-powered auto-dispatch and route optimization, branded real-time order tracking, proof-of-delivery capture, a Driver App, and smart dispatch rules, and connects to 30+ ordering apps, POS providers, and delivery networks (e.g., Toast, Olo, ChowNow, DoorDash Drive, Uber Direct, ezCater).

Product overview

Cartwheel is an enterprise Delivery Management software platform offering a unified system for on-demand and catering orders. The core platform provides Hybrid Delivery (combining in-house and third-party services), Real-time Tracking with branded customer experiences, AI-powered dispatch and route optimization, Fleet Management tools, and a Marketing Suite for promo banners and tracking pages customization. The platform integrates with 30+ delivery platforms (including Olo, ChowNow, Toast, ezCater, Uber Direct, DoorDash Drive, and Square) and serves restaurant brands such as Portillo's, P.F. Chang's, Potbelly, Lou Malnati's, and Jason's Deli. The company has expanded into family health products with its inaugural product Nit Happens and is developing an AI-powered lice detection app called Lice Lens.

Differentiator

Problem solved

Functional benefit

Products and services

• Cartwheel Delivery Management Platform

Quantifiable outcome

• Up to 10% sales boost with real-time tracking driving repeat orders
• +5 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability3 records

Feature7 records

Partnerships

Nine partnerships are on record, tiered core.

• DoorDash DrivecoreTechnology or IntegrationCartwheel integrates with DoorDash Drive On-Demand network, enabling restaurant operators to access DoorDash's third-party delivery driver network through Cartwheel's unified platform for hybrid delivery management.
• Uber DirectcoreTechnology or IntegrationCartwheel integrates with Uber Direct to provide restaurant operators access to Uber's delivery network as part of Cartwheel's hybrid delivery orchestration.
• OlocoreTechnology or IntegrationCartwheel integrates with Olo restaurant ordering platform to enable seamless order flow and delivery management for Olo's restaurant operator customers.
• ToastcoreTechnology or IntegrationCartwheel integrates with Toast POS system, allowing joint customers like P.F. Chang's to seamlessly flow orders from Toast through Cartwheel for optimized delivery management.
• Toast CateringcoreTechnology or IntegrationSpecialized integration with Toast's catering module for restaurant operators handling catering delivery orders through the Toast platform.
• ChowNowcoreTechnology or IntegrationCartwheel integrates with ChowNow online ordering platform to provide delivery management capabilities for ChowNow's restaurant customers.
• ezCatercoreTechnology or IntegrationCartwheel integrates with ezCater catering platform, providing restaurants using ezCater with access to Cartwheel's delivery management tools and local delivery provider network.
• MonkeyMediacoreTechnology or IntegrationCartwheel integrates with MonkeyMedia (now Checkmate) catering management software to support catering delivery operations.
• PAR (now Stripe)coreTechnology or IntegrationCartwheel integrates with PAR (now associated with Lightspeed) restaurant technology platform for order and delivery management.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Onfleet: Onfleet is a delivery management SaaS offering last-mile routing, dispatch, tracking, and driver apps for enterprise customers. It directly competes with Cartwheel in the restaurant/retail delivery orchestration category with overlapping feature sets.
• DispatchTrack: DispatchTrack provides last-mile delivery orchestration, real-time tracking, and route optimization for retailers and restaurants. It is a comparable SaaS platform targeting enterprise customers with similar dispatch and ETA capabilities.
• Bringg: Bringg is a delivery orchestration platform connecting retailers and restaurants with in-house and third-party fleets via API-first architecture. It competes head-to-head with Cartwheel in delivery management, with a broader retail and grocery focus.

Emerging players

• Tookan: Tookan is a delivery and dispatch management SaaS with driver apps, route optimization, and multi-vertical support including restaurants. It is comparable in functionality but typically targets a smaller-customer segment than Cartwheel.
• Locus.sh: Locus provides AI-powered dispatch and route optimization for last-mile delivery, including restaurant and QSR clients. Comparable in AI-driven optimization capabilities but with broader logistics-industry positioning.
• Route4Me: Route4Me provides route planning and last-mile optimization software with broad SMB through enterprise adoption. Comparable in route-optimization functionality, though less specialized for restaurant hybrid-fleet orchestration.
• Checkmate (formerly MonkeyMedia): Checkmate provides restaurant ordering and delivery management technology, with direct overlap to Cartwheel's catering delivery use case. Comparable in catering-specific tooling and as a current Cartwheel integration partner that could evolve into a competitor.

Broad incumbents

• DoorDash Drive: DoorDash Drive is DoorDash's white-label delivery product that Cartwheel integrates with. It is both a partner and potential competitor as DoorDash could expand into fuller orchestration, and addresses the same end-customer need for delivery capacity.
• Uber Direct: Uber Direct offers last-mile delivery fulfillment to restaurants and retailers as part of Uber's broader mobility and delivery ecosystem. It is a Cartwheel integration partner but also a broader incumbent in the same restaurant delivery space.
• Olo: Olo is a restaurant ordering platform that integrates with Cartwheel but could expand into delivery orchestration. As a broader restaurant-tech incumbent with established enterprise relationships, it represents a potential competitive adjacency.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks3 records

Key highlights6 records

Customer concentration

• Xx.com/trycartwheel
• Facebookfacebook.com/trycartwheel
• LinkedInlinkedin.com/company/trycartwheel

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds4 records

Investors9 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cartwheel